AkzoNobel's revamped Glidden paint brand has won a top U.S. marketing accolade for its Glidden Gets You Going campaign. Relaunched and revitalized last year, the brand recently received a prestigious Effie Award in the Household Furnishings and Accessories category at a ceremony held in New York City.
It's the first time Glidden has won an Effie, which recognizes the most effective advertising efforts in the U.S. each year. Launched in 1968, the scheme honors excellence in marketing strategy, creative execution and sales performance, as judged by an independent panel of executives from advertising agencies and Fortune 500 marketers.
"This award in many ways validates the notion that simplifying the paint and color selection process absolutely resonates with do-it-yourself consumers," said Akzo Nobel Paints LLC vice president of marketing, Rob Horton.
"The response has been overwhelming and we continue to see the campaign, now in its second year, positively motivate and inspire consumers to purchase. Our agency partners were instrumental in delivering a compelling body of work which disrupted traditional paint industry conventions."
The nationwide relaunch campaign, which included giving away free quarts of paint and staging a spectacular dance event in Manhattan's Union Square Park, focused on how Glidden makes it easier for consumers to add color to their lives while instilling a sense of confidence that they'll love the results.